An area of AR that has received scant attention to date it its capacity to be integrated with Public Relations campaigns, or indeed to be capable of generating significant coverage in itself. A recent PR Week article points to some of the opportunities that AR offers. So where could PR benefit from the use of AR? An obvious area is the press release. Long the staple tool of the PR industry, the proven capability of AR to develop strong interactions with print would be a good starting point. PR agencies can exploit the technology in a number of ways: digital content such as video interviews can be easily overlaid on the press release, bringing the somewhat staid corporate results release to life for example. Consumer product launches can be made much more interactive with the use of entertaining or informative content, and in the Business to Business market too, the traditional press conference can be made much more interactive too.